I think it's important to note that the 30% increase claim comes from PageFair (https://pagefair.com/blog/2017/adblockreport/ https://pagefair.com/blog/2017/adb

I think it's important to note that the 30% increase claim comes from PageFair (https://pagefair.com/blog/2017/adblockreport/ https://pagefair.com/blog/2017/adblockreport/), which is a company that helps other companies bypass adblocker and still have ads on their site (ostensibly in a much less offensive manner). They have an active interest in (over)estimating very agressively about the growth of adblockers -- it's their business model.